CAB190 - Introduction:Integrated Marketing and Communication

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Last revision date May 25, 2020 12:19:01 AM
Last review date Aug 3, 2020 12:15:03 AM

Subject Title
Introduction:Integrated Marketing and Communication

Subject Description
In this foundation course students will learn the principles and practices of Integrated Marketing Communication in Canada as a cross-functional process for creating and nourishing relationships with advertisers and their target markets. This is to be achieved by strategically controlling or influencing all messages sent to these groups and encouraging purposeful dialogue with them. In this subject, students learn how to integrate all of the marketing communication elements and why they are critical to an organization's (client) success. Advertising, public relations, sales promotion, event marketing, direct response marketing, online advertising, digital and social media, and experiential marketing must be integrated in order to present advertisers and their target markets with a consistent message, identity, or theme which contributes to brand equity for the organization. Through group work and practical exercises, the student will learn how to develop consistent messages across all marketing communication elements to reach targets. The student will become familiar with the practices and terminology of the advertising and marketing communications industries.

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Explain how marketing communications interact with the other elements of the marketing mix to create a cohesive marketing strategy.
2. Differentiate between advertising and other marketing communications disciplines and allocate resources appropriately to maximize a company’s return on investment.
3. Describe the important role of integrated marketing communications in building brand equity and consumer relationships in today's competitive and fragmented markets.
4. Discuss the situations in which integrated marketing communications become necessary to engage consumers.
5. Demonstrate effective use of the terminology utilized by the marketing and communication industries.
6. Demonstrate theoretical knowledge required to construct an Integrated Marketing Communication Plan.
7. Contribute equally to group work in and out of the classroom to complete assigned tasks effectively and on time.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.